ECO 561 Week 6 Signature Assignment Forigen Paper.docx

Get a quality drink as well as service method to

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get a quality drink as well as service method to enhance customer satisfaction ( Geereddy, 2014). Thirdly, it’s also recommended that the organization develops other new meal offerings apart from specializing in breakfast. Other meals would include lunch and dinner thus creating new occasions when customers will visit the stores. Lastly, the organization should develop a tea brand that will enable it to diversify its activities and as such, enabling it to reach to more customers especially those that do not take coffee. Doing so will enable the organization to create a second major business in tea ( Hill et al, 2014). Product differentiation will play a key role in success of the company. Starbucks will also need to continue to grow globally and take advantage of rising populations. The corporation should consider future contracts to lock in quantity inputs for low prices. Advertising and
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CHALLENGES OF EXPANSION TO A FOREIGN LOCATION 14 marketing initiatives could be stepped up and placed on more of an emphasis. Of course, retaining low pricing will always help business and retain customers. A non-pricing strategy that will positively influence the Starbucks organization is the adoption of new technology is the production of its products and service delivery ( Hill et al, 2014). Final Overall Recommendation of Expansion to Germany Through research and analysis, I have concluded that expansion into Germany is beneficial. Not only would the expansion decrease unemployment, but it would also help the country grow in monetary terms and hopefully also assist with population growth. The corporation can also benefit from a diversified income base. Starbucks has doubled in the number of stores. They have stayed consistent at 30% in the international market (“Starbucks Coffee Company- Investor Relations- Financial Highlights,” 2009). Starbucks is already an internationally company and continued expansion can only create ongoing success.
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CHALLENGES OF EXPANSION TO A FOREIGN LOCATION 16 References CIA World Factbook. (2017). Retrieved from European Central Bank. (n.d.). Retrieved from Germany. (n.d.). In Encyclopaedia . Retrieved from Hill, C. W., Jones, G. R., & Schilling, M. A. (2014). Strategic management: theory: an integrated approach . Cengage Learning. Jancenelle, V. E., Storrud-barnes, S., & Javalgi, R. (2017). Corporate Entrepreneurship and Market Performance: A Content Analysis of Earnings Conference Calls. Management Research Review , 40 (3). Liu, L. (2009, September 28). McCafés Compete With Starbucks in Europe - ABC News. Starbucks Coffee Company | Investor Relations | Financial Highlights. (2017). Retrieved April 20, 2017, from financialHighlights MarketWatch. (2017). Retrieved from McConnell, C., Brue, S., & Flynn, S. (n.d.). Economics (20th ed.). Retrieved from The University of Phoenix eBook Collection database.
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  • Spring '10
  • Law, foreign location, Starbucks Corporation, Starbucks Corporations

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